Johnson’s Face Care Amnesty campaign

Johnson’s wanted to explore the possibility of a face care amnesty, a campaign to encourage 16-24 year old girls to swap their old, harsh face care products for a gentler Johnson’s equivalent, to coincide with the launch of their new face care range. Despite strong concerns that the existing Johnson’s image would not appeal to this market, ideas were drawn up, and “Free Your Face” was one of three routes presented.